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MARKETING AS INNOVATION THE EIGHTH PARADIGM
Author(s) -
Simmonds Kenneth
Publication year - 1986
Publication title -
journal of management studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.398
H-Index - 184
eISSN - 1467-6486
pISSN - 0022-2380
DOI - 10.1111/j.1467-6486.1986.tb00433.x
Subject(s) - marketing , marketing management , marketing research , function (biology) , business , paradigm shift , public sector marketing , focus (optics) , marketing mix , marketing science , relationship marketing , philosophy , physics , epistemology , evolutionary biology , optics , biology
Marketing can be viewed as organized rational innovation ‐ a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing ‐ on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change.